A recent report reveals that just 7 percent of new-car buyers in the United States completed their transactions online. This figure persists even as automakers, Amazon, and other players aggressively promote digital sales to bypass traditional dealerships. The reluctance highlights the challenges in shifting such a high-stakes purchase to an e-commerce model.
In the United States, purchasing a new car ranks as the second most expensive consumer transaction, trailing only home buying. This financial weight likely contributes to the low adoption of online sales, as evidenced by a new report indicating that only 7 percent of buyers finalized their deals digitally. Despite concerted efforts from automakers, Amazon, and various industry stakeholders to streamline the process and move away from dealerships, consumer preferences remain rooted in traditional methods.
Recent buyer surveys underscore this trend, showing that very few Americans are eager for an Amazon-like, one-click experience when it comes to acquiring vehicles. The report, published on January 18, 2026, points to the inherent complexities of car buying—ranging from test drives to financing—as barriers to full online completion. While some aspects of the process, such as research and initial bookings, occur digitally, the final purchase step overwhelmingly happens in person.
This resistance comes amid broader pushes in e-commerce and electric vehicles, yet it signals that high-value goods like automobiles demand a more tactile approach. Industry observers note that the dealership model, though criticized, continues to dominate due to its role in building trust and providing hands-on evaluation.
